PurposeThe aim of this study was to develop a smart wearable mask designed for the prevention of respiratory infectious diseases by understanding consumer's preferences in designs and functions of the smart wearable masks.Design/methodology/approachTo develop a smart mask design, a survey was conducted on Chinese consumers in their 20–40s and analyzed their mask wearing behaviors, preferences and caring aspects of masks. The collected data were analyzed to identify the demographic characteristics of the subjects surveyed by using the SPSS program, and technical statistical analysis was conducted. To identify differences in demographic characteristics, an independent samples t-test, one-way analysis of variance and Scheffe's ad hoc test were conducted.FindingsBased on the research results, design guidelines for wearable masks were defined, and four wearable mask designs were developed and presented in 2D and 3D images based on the design guidelines. There were significant differences among people with different backgrounds.Originality/valueIt is significant that this research presents smart wearable mask design guidelines and designs through supplementation and improvement of existing mask. It is expected that this research provides basic empirical data for mask designs through the planning of smart wearable mask designs and surveys assessing consumer perceptions, attitudes and satisfaction.